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It's the largest entertainment consumer group out there and the hardest for a TV network to reach, but Robert Bibb and Lewis Goldstein, co-presidents of marketing at The WB, have successfully grabbed teen-ager's attention.

From the WB logo to the programming to the stars and music on the shows, Mr. Bibb, 42, and Mr. Goldstein, 46, have provided the marketing glue that has kept WB together and has turned it into a brand.

The two work as one and are called "Bob-Ba-Lew" by their peers. Brought on board at the network's inception in 1994, Messrs. Bibb and Goldstein were part of the original network design crew that decided to target the 18 to 49 demographic.

According to season-to-date ratings for adults 18 to 49 through May 23, WB was the only network to have an increase in ratings. The network was up 12.5% to a 1.8 from a 1.6 last year.

Shows such as "Dawson's Creek," "Charmed," "7th Heaven," "Buffy, the Vampire Slayer" and "Felicity," which "have a strong connection with our youth audience without excluding the older viewers" have boosted ratings, Mr. Goldstein says.

Mr. Bibb and Mr. Goldstein have been successful in picking music to stir the emotions of its young audience. Songs like "Kiss Me," by the group Sixpence None the Richer, which had minor success on the charts last year, was featured on "Dawson's Creek," and has since gone to No. 2 on the Billboard's Top 100 chart and catapulted the "Dawson's Creek" soundtrack to hit status.

"We love to cross promote the movies with our stars and the studios. In the old days you knew which stars were with which studios and we plan to carry on that

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